© 2017 ACM. The present study1 examines the communication strategies used by Greek local governments on Facebook as well as their effectiveness in engaging citizens' online. Towards this end, a content analysis was conducted on the active and official Facebook pages of local municipalities in Greece. Results suggest that local governments are using Facebook in a top-down manner to simply push one-way information to citizens. In a lesser extent, local authorities in Greece are investing on the interactive features of Facebook in order to enhance citizens' participation. Evaluation of Facebook strategies indicated that impression management is an effective strategy that drives citizens' online attitude expression (liking) as well as advocacy behavior (sharing). Although, local governments in Greece seem to perform well on Facebook by posting content that is liked and shared by citizens, they do not score high in terms of engaging citizens online (commenting). Based on the findings a number of valuable insights are provided to IT/Social media managers of local government administrations for increasing the impact of the municipal Facebook pages.